Advertising, Promotions, and Marketing Managers

Career, Salary and Education Information

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Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with
art directors,
advertising sales agents, and financial staff members.

Duties of Advertising, Promotions, and Marketing Managers

Advertising, promotions, and marketing managers typically do the following:

Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media

Plan promotional campaigns such as contests, coupons, or giveaways

Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards

Negotiate advertising contracts

Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement

Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses

Develop pricing strategies for products or services marketed to the target customers

Meet with clients to provide marketing or related advice

Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example,
media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs.

Advertising managers known as account executives manage clients' accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization's products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations' customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she may assist in the development of that product or service and to create a marketing plan for it.

A bachelor's degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education for Advertising, Promotions, and Marketing Managers

A bachelor's degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor's degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for the success of digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation for Advertising, Promotions, and Marketing Managers

Important Qualities for Advertising, Promotions, and Marketing Managers

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. Managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

The median annual wage for advertising and promotions managers is $100,810. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $44,950, and the highest 10 percent earned more than $208,000.

The median annual wage for marketing managers is $131,180. The lowest 10 percent earned less than $67,490, and the highest 10 percent earned more than $208,000.

The median annual wages for advertising and promotions managers in the top industries in which they work are as follows:

Advertising, public relations, and related services

$116,270

Management of companies and enterprises

110,060

Wholesale trade

96,670

Information

93,120

Retail trade

86,500

The median annual wages for marketing managers in the top industries in which they work are as follows:

Professional, scientific, and technical services

$139,220

Management of companies and enterprises

138,080

Finance and insurance

137,510

Manufacturing

137,430

Wholesale trade

126,720

Most advertising, promotions, and marketing managers work full time. About one-third of advertising and promotions managers work more than 40 hours per week.

Overall employment of advertising, promotions, and marketing managers is projected to grow 9 percent over the next ten years, about as fast as the average for all occupations. Employment growth will vary by occupation.

Advertising, promotional, and marketing campaigns are expected to continue to be essential as organizations seek to maintain and expand their market share. Advertising and promotions managers will be needed to plan, direct, and coordinate advertising and promotional campaigns, as well as to introduce new products into the marketplace.

However, the newspaper publishing industry, which employs many of these workers, is projected to decline over the next 10 years. The continued rise of electronic media will result in decreasing demand for print newspapers. Despite this decline, advertising and promotions managers are expected to see employment growth in other industries in which they will be needed to manage digital media campaigns that often target customers through the use of websites, social media, or live chats.

Through the Internet, advertising campaigns can reach a target audience across many platforms. This greater reach can increase the scale of the campaigns that advertising and promotions managers oversee. With better advertising management software, advertising and promotions managers can control these campaigns more easily.

Job Prospects for Advertising, Promotions, and Marketing Managers

Advertising, promotions, and marketing manager positions are highly desirable and are often sought by other managers and experienced professionals. With Internet-based advertising becoming more important, advertising managers who can navigate the digital world should have the best prospects.

Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions. They create the overall design of a project and direct others who develop artwork and layouts.

Financial managers are responsible for the financial health of an organization. They produce financial reports, direct investment activities, and develop strategies and plans for the long-term financial goals of their organization.

Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers. They develop the overall layout and production design for various applications such as advertisements, brochures, magazines, and corporate reports.

Public relations managers plan and direct the creation of material that will maintain or enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.

Public relations specialists create and maintain a favorable public image for the organization they represent. They craft media releases and develop social media programs to shape public perception of their organization and to increase awareness of its work and goals.